It’s not all fun and games: gamification in e-commerce on consumers’ impulse buying of retail food products
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DOI: 10.1108/bfj-04-2024-0361
Abstract: PurposeThis study aims to look into the role of gamification as an effective marketing tool to engage with consumers and influence purchase behaviours. As there are a plethora of gamified elements, it is crucial to… read more here.
Keywords: food; gamified elements; buying retail; impulse buying ... See more keywords